{"id":4719,"date":"2016-02-04T10:49:15","date_gmt":"2016-02-04T09:49:15","guid":{"rendered":"http:\/\/www.keyade.com\/agence\/?p=1227"},"modified":"2016-02-04T10:49:15","modified_gmt":"2016-02-04T09:49:15","slug":"etude-de-cas-monnier-freres-met-place-callout-extensions-reaffirmer-qualite-de-offre-annonces-2","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/en\/etude-de-cas-monnier-freres-met-place-callout-extensions-reaffirmer-qualite-de-offre-annonces-2","title":{"rendered":"[ETUDE DE CAS] MONNIER FRERES : les callout extensions pour r\u00e9affirmer la qualit\u00e9 de l&#039;offre"},"content":{"rendered":"<h2><strong><span style=\"color: #00aae3;\">CONTEXTE<\/span><\/strong><\/h2>\n<h3><strong>Am\u00e9liorer la communication de l&#8217;offre<\/strong><\/h3>\n<p style=\"text-align: justify;\">Lanc\u00e9 en juillet 2011, MONNIER Fr\u00e8res est un site de e-commerce multimarques qui propose une large s\u00e9lection d\u2019accessoires f\u00e9minins de luxe avec pr\u00e8s de 100 marques et 1500 mod\u00e8les r\u00e9f\u00e9renc\u00e9s. MONNIER Fr\u00e8res propose d\u2019utiles services associ\u00e9s \u00e0 la vente de ses produits (livraison express, retour gratuit pendant 30 jours\u2026) mais c\u2019est sur la qualit\u00e9 et l\u2019\u00e9tendue de son offre que l\u2019e-marchand a choisi de communiquer en ligne.<\/p>\n<h2 style=\"text-align: justify;\"><strong><span style=\"color: #00aae3;\">DISPOSITIF<\/span><\/strong><\/h2>\n<h3 style=\"text-align: justify;\"><strong>Les callout extensions : un nouvel espace d&#8217;expression<\/strong><\/h3>\n<p style=\"text-align: justify;\">En septembre 2014, Google a mis en service les Callout Extensions dans les annonces SEA. Cette nouvelle extension permet d\u2019ajouter une ligne de texte dans les annonces afin de pr\u00e9ciser une description ou mettre en avant des arguments commerciaux (r\u00e9duction, livraison, disponibilit\u00e9, \u00e9change\u2026). Elles sont \u00e9galement un moyen d\u2019accro\u00eetre la visibilit\u00e9 de l\u2019annonceur en occupant plus d\u2019espace dans les r\u00e9sultats de recherche.<br \/>\nKeyade propose \u00e0 MONNIER Fr\u00e8res la mise en place des Callout Extensions pour l\u2019ensemble de ses campagnes en France. Les extensions apparaissent dans les annonces d\u00e9clench\u00e9es sur des requ\u00eates de type \u00ab marque d\u2019accessoire + g\u00e9n\u00e9rique \u00bb. L\u2019agence utilise cet espace pour communiquer sur les diff\u00e9rents mod\u00e8les de la marque, la vari\u00e9t\u00e9 de choix et parfois, sur l\u2019exclusivit\u00e9 de l\u2019e-marchand sur certains mod\u00e8les.<\/p>\n<p style=\"text-align: justify;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1229\" src=\"http:\/\/www.keyade.com\/agence\/wp-content\/uploads\/2016\/11\/callout-extensions-sea-keyade-300x163.png\" alt=\"callout-extensions-sea-keyade\" width=\"435\" height=\"290\" \/><\/p>\n<h2><strong><span style=\"color: #00aae3;\">R<\/span><span style=\"color: #00aae3;\">\u00c9<\/span><span style=\"color: #00aae3;\">SULTATS<\/span><\/strong><\/h2>\n<h3><strong>Hausse du taux de clic gr\u00e2ce \u00e0 une communication plus qualitative<\/strong><\/h3>\n<p style=\"text-align: justify;\">Impl\u00e9ment\u00e9es \u00e0 la fin du mois de novembre 2014, les Callout Extensions ont eu un effet positif ind\u00e9niable sur la qualit\u00e9 des annonces, effet particuli\u00e8rement appr\u00e9ciable \u00e0 l\u2019approche des f\u00eates de No\u00ebl. Sur les quelques semaines qui ont suivi leur mise en place, Keyade a pu constater une hausse du taux de clic de pr\u00e8s de 47%. D\u2019autres facteurs entrent bien s\u00fbr en compte dans cette hausse, comme la saisonnalit\u00e9 ou la mise en place d\u2019op\u00e9rations promotionnelles, mais il est int\u00e9ressant de noter que l\u2019ann\u00e9e pr\u00e9c\u00e9dente, le taux de clic enregistrait une baisse sur la m\u00eame p\u00e9riode.<\/p>\n<p style=\"text-align: justify;\">Convaincu des b\u00e9n\u00e9fices des Callout Extensions, MONNIER Fr\u00e8res souhaite que Keyade \u00e9largisse leur utilisation \u00e0 quelques campagnes internationales parmi la dizaine que l\u2019agence g\u00e8re \u00e0 travers le monde (Allemagne, Italie, Australie, Japon, Hong Kong\u2026)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>CONTEXTE Am\u00e9liorer la communication de l&#8217;offre Lanc\u00e9 en juillet 2011, MONNIER Fr\u00e8res est un site de e-commerce multimarques qui propose une large s\u00e9lection d\u2019accessoires f\u00e9minins de luxe avec pr\u00e8s de 100 marques et 1500 mod\u00e8les r\u00e9f\u00e9renc\u00e9s. MONNIER Fr\u00e8res propose d\u2019utiles services associ\u00e9s \u00e0 la vente de ses produits (livraison express, retour gratuit pendant 30 jours\u2026) [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1281,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[89],"tags":[113,161,5],"class_list":["post-4719","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-cas","tag-google","tag-noel","tag-sea"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[ETUDE DE CAS] SEA : b\u00e9n\u00e9fice des callout extensions Google | Keyade<\/title>\n<meta name=\"description\" content=\"Pour MONNIER Fr\u00e8res, la mise en place de callout extensions dans les annonces SEA a contribu\u00e9 \u00e0 augmenter le taux de clic de 47% \u00e0 l&#039;approche de No\u00ebl\" 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